Roblox has announced “Build”, an AI-powered mobile feature that lets users create basic games from text prompts without programming knowledge. The move could broaden access to game creation, but it also intensifies concerns that generative AI may flood the platform with repetitive, low-quality content and make competition harder for established creators.

Build will enter public alpha testing in New Zealand on 28 July for age-verified users aged nine and over; users aged 16 and above may publish games globally. Roblox says its discovery systems will rank AI-made games by player retention, while offering a free basic version and paid options; a Game Developers Conference survey found 52% of industry professionals believe generative AI is negatively affecting games.